the ratio varies somewhat over time and from market to market, but also internationally, most of (WorldVentures’) members are also affiliates.

These facts clearly destroy the argument that, given time to grow in a market, WorldVentures develops more non-affiliates over affiliate members.

The Court of Appeal also reasoned that the overwhelming majority of WorldVentures members also being affiliates, meant that being an affiliate was “absolutely central” to the company’s members.

A certain increase in the proportion (of WorldVentures members) that were only members in Norway would therefore not affect assessment.

In conclusion, the Court of Appeal stated;

It is clear that, in isolation, affiliates in WorldVentures are organized in a pyramid structure.

This is not contested by WorldVentures.

A pyramid structure is a hallmark of network sales.

As shown, the majority of the company’s revenue, which largely consisted of the various remuneration of the participants, did not correspond to the real value of membership benefits and access to affiliate membership.

This is based on the fact that in 2013, ‘only 7.2 per cent of the Norwegian members purchased travel services‘ through WorldVentures.

And note that the Court of Appeal observed that

the proportion is then calculated on the basis of the average membership rate for that year, and does not take into account the major change in the membership (affiliates leaving and being replaced by newly recruited affiliates).

(Thus) the proportion of actual members in 2013 would (actually) be significantly lower.

This lead the Court of Appeal to agree with the Gaming Board, in that “lack of use” showed WorldVentures’ services provided a lack of value.

Another interesting tidbit from the decision is the revelation that globally, discounts acquired from travel purchases equate only to 20.2% of membership fees.

in June 2017, i.e. 12 years after (WorldVentures’) start-up in the United States, in the whole business there were no more than 25 percent who were only members (non-affiliates).

In reverse, that’s perhaps better reframed as globally, 75% of WorldVentures members are affiliates.

What’s the bet that this translates into nowhere near 50% of WorldVentures’ global revenue being derived from retail sales?

As a point of reference, in Norway between 2012 and 2013 (at the height of growth), WorldVentures’ retail revenue was less than 5.3% and 6% respectively (provided figures don’t differential affiliate and retail travel spend).